Much of contemporary psychology has come to recognize that a great deal of human functioning is rooted in unconscious processes as well—that is, those processes that do not require conscious control. According to the goal auto-motive model, the goal representation can become capable of automatic activation. The researchers have discussed a mechanism for unconscious goal pursuit and demonstrated that the activated goal can lead people to prepare feasible actions that make the goal attainable and evaluate the value of the activated goal unconsciously. The factors that influence the goal pursuit may be the representations of significant others, the positive affect, the individual’s susceptibility differences, own implicit attitude, and skills about the unconscious goal pursuit.